Overcoming ‘sales inertia’
For top closers, the biggest obstacle is often the fact that a prospect has been doing business with one supplier for so long, they don't see any compelling need to change.
Instead of accepting the fact that prospects with entrenched suppliers are not worth the effort, the best closers do research and ask questions up front to uncover areas where the existing supplier is coming up short.
They may also focus on benefits they offer that the existing supplier cannot, and use those as a way of making the prospect at least consider a change.
Source: Sales author Stephan Schiffman
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